Department of Humanities, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamycka 129, 165 21 Prague, Czech Republic.
Appetite. 2012 Aug;59(1):81-9. doi: 10.1016/j.appet.2012.03.023. Epub 2012 Apr 11.
Research has revealed that organic consumers share beliefs about positive health effects, environmentally friendly production and better taste of organic food. Yet, very little is known about the decisions of organic consumers in post-socialist countries with emerging organic food markets. In order to examine this area a representative data set (N=1054) from the Czech Republic was used. Target group of the study has become the Czech consumers that purchase organic food on regular basis. The consumers' behaviour was conceptualised with the use of the theory of planned behaviour (ToPB). Firstly, the ToPB model was tested, and secondly, belief-based factors that influence the decisions and behaviour of consumers were explored. The theory proved able to predict and explain the behaviour of Czech organic consumers. The best predictors of the intention to purchase organic food are attitudes towards the behaviour and subjective norms. Decisive positions in consumers' beliefs have product- and process-based qualities.
研究表明，有机消费者认同有机食品对健康有益、生产环保以及口感更好的观点。然而，对于那些正处于有机食品市场发展阶段的后社会主义国家的有机消费者的决策，我们知之甚少。为了研究这一领域，我们使用了来自捷克共和国的具有代表性的数据集（N=1054）。本研究的目标群体是那些经常购买有机食品的捷克消费者。我们使用计划行为理论（ToPB）来对消费者的行为进行概念化。首先，我们检验了 ToPB 模型，其次，我们还探讨了影响消费者决策和行为的基于信念的因素。该理论能够预测和解释捷克有机消费者的行为。购买有机食品的意图的最佳预测指标是对行为的态度和主观规范。在消费者的信念中起决定性作用的是基于产品和基于过程的质量。
